Content That Matters Presentation at UW's Social Media Certificate Program

Content That Matters: How the Path to Engagement is Paved with Purpose from FusionSpark Media

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This is the companion blog post to Russell Sparkman’s “Content that Matters” session at University of Washington’s Social Media Certificate program, on February 3rd.

This post contains the following:

Prepared tweets for the Content That Matters session
FusionSpark Media’s relevant content about purpose
A list of related books
A list of related external resources

Prepared Tweets for the Content That Matters Session

“What is our Purpose?” is a brand’s most important Content Marketing Strategy question | #UWSMC | via @fusionspark

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Life is too short to NOT produce Content that Matters | #ContentThatMatters |#UWSMC | via @FusionSpark

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Content that Matters: How the Path to Engagement is Paved with Purpose | http://ow.ly/RRtgf | #ContentThatMatters |#UWSMC

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Being Meaningful, Having a Brand Purpose & Being Trustworthy are key to building brand equity |#UWSMC | via @FusionSpark

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Consumers are spending money, but they’re more inclined to spend it only with businesses they feel good about |#UWSMC via @FusionSpark

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Customers, employees & shareholders seek meaning & purpose from whom they buy from, work for or invest in |#UWSMC | @FusionSpark

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It’s not about Millennials or Boomers. It’s about tech empowered, values driven Aspirational consumers |#UWSMC | via @FusionSpark

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Sales teams driven by sense of purpose outsell their colleagues who are driven by sales quotas |#UWSMC | via @FusionSpark

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Mission and Goals are about your business; Purpose is outward facing, focused on your customers |#UWSMC | via @FusionSpark

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Purpose can be about values, or about providing practical value |#UWSMC | via @FusionSpark

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Your purpose is uniquely yours, not easily replicated, giving you competitive content advantage |#UWSMC | via @FusionSpark

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Content that Matters: How the Path to Engagement is Paved with Purpose | http://ow.ly/RRtgf | #ContentThatMatters |#UWSMC

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Purpose can, and should be, a shared value with your employees & customers |#UWSMC | via @FusionSpark

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Your purpose becomes part of the consumer conversation about your brand. |#UWSMC | via @FusionSpark

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Purpose-focused content is about showing that you care |#UWSMC | via @FusionSpark

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Purpose is about improving lives while improving the bottom line |#UWSMC | via @FusionSpark

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It’s not enough for businesses to be trustworthy, they have to be meaningful. |#UWSMC | via @FusionSpark

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8 Essentials of Purpose-Focused Content Marketing:

The following are the 8 essentials of purpose-focused content marketing. By addressing these 8 essentials, you have the foundation for consistently creating and distributing Content that Matters.

Mission and Goals are about your business; Purpose is outward facing, focused on your customers.

Purpose can be about values, or about providing practical value.

Your purpose is uniquely yours, not easily replicated, giving you competitive content advantage.

Purpose can, and should be, a shared value with your employees & customers.

Your purpose becomes part of the consumer conversation about your brand.

Purpose-focused content is about showing that you care.

Purpose is about improving lives while improving the bottom line.

It’s not enough for businesses to be trustworthy, they have to be meaningful.

FusionSpark Media’s Related Resources:

The following links are to Purpose-Focused Content Marketing related blog posts, curated content and infographics that we’ve produced.

Purpose-Focused Content Marketing – Pinterest Board

Content that Matters: How the Path to Engagement is Paved with Purpose – Blog Post

How Answering One Simple Question Can Unlock the Most Engaging Content Ideas – Blog Post

What CEOs Need to Know About Purpose-Focused Content Marketing – Blog Post

BrandZ Research Cites Purpose As a Driver of Value – Blog Post

How to Improve Lives and the Bottom Line through Content Marketing – Infographic

Purpose-related Research and Reports:

The following links are to respected marketing communications and business research firm’s reports on the role of purpose, trust and values in business.

Edelman Trust Barometer, 2015

Cone Communications Global CSR Study

Havas Meaningful Brands

Deloitte Our Purpose, Our Impact Study

Millward Brown BrandZ Top 100 Global Brands